The GIE+Expo (which stands for Green Industry and Equipment) is one of the biggest – and, for industry professionals, most exciting – trade shows of the year. 

Early in my career, I had a boss named Audrey who was famous for saying, “If you didn’t measure it, it didn’t happen.”

As marketers, measuring and tracking key performance indicators (KPIs) is in our DNA. It's easy to see why, because we're continually asked to prove our worth: "Show me the spend, show me the time, show me the value."

"Do more with less." It's not just a polite request—it's expected from everyone, all the time. Consequently, we all have a slash-this and slash-that in our job titles. Which means that no matter your background, if you’re in marketing, you’ll be asked to assign, comment on, and approve creative work at some point. 

When presenting creative to our client partners, we often hear the following questions from them: What am I looking at? What should I react to? What kind of feedback are you looking for?

If those questions sound familiar, follow our five rules to get the best creative work from your partners and team—without spending a ton of time on back-and-forth emails or rounds of revisions. (Fortunately, a degree in graphic design, fine art, or creative writing is not required.)